Solving the Creative Gap in Snack-able, Vertical Video for Agencies

The world of social media and content is changing … again. It does that every so often. Unfortunately. more often than we probably care for it do so. Where Instagram, then Instagram Stories were the content du jour for influencers and, thus brands, a year or so ago, now our focus is on snack-able, vertical video. Thanks TikTok. Actually, platforms like TikTok, Instagram Reels and YouTube Shorts are just a continuation of the evolution of what consumers consume. Now, we can get into a chicken-and-egg discussion about what caused this. Did the social networks prioritize vertical video content that forced people to consume it? Or are people really so dumb they can’t turn their phone 90-degrees and watch a video the way it was meant to be viewed … horizontally? The cause doesn’t matter. The effect is in full force. TikTok is currently the dominant social content channel and mechanism consumers are spending time with. Instagram has responded with algorithm changes and outright guidance that short-form video is its priority.  That presents an interesting challenge for brands and agencies whose creative departments are art school grads and cinematographers. That also created the space influencers and online content creators needed to emerge as highly relevant and useful partners for those brands and agencies. Where traditional creatives have perhaps been slow to adjust to creating short-form, snack-able and vertical content, TikTok-ers and Instagrammers have jumped in.  Lena Katz and the team at Ampersand recently announced an interesting solution and approach to that agency creative gap for this content demand. Lena is the content and creator strategy lead at Ampersand. It is a production company that works on video and film production from big budget commercial shoots to TikTok-like snack-able videos.  A few weeks ago, Ampersand announced an offering for its clients called creator integrated services. They pull online content creators in at any and all steps of the marketing creative process to deliver better social video content, and underlying marketing campaigns, for the brands and agencies it works with. Lena also happens to have served a short stint at TikTok, so he had a look-see behind the curtain of the explosion that is that social network. I asked her to come on the show and tell us more about how Ampersand is solving the creative gap issue, how to overcome client objections to creator programs and a lot more.  Pay attention here folks, Lena’s thoughts on the industry and how to tackle certain issues is smart stuff. And it’s coming up on Winfluence.  This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.